Kentucky Nonprofits

Mixing Social
Media and
Fundraising

Beth Kanter, Beth’s Blog

Beth Kanter: Offline

Photo by Steve Goodman

Beth Kanter: Online

Profiles
&
Content in
Presence
many places

RSS
Powered
network
Sharing photos,
bookmarks, videos,
and more
Conversations

Fundraising

Take Aways

A basic understanding
Resources for further exploration
An idea or two for experimentation
http://www.flickr.com/photos/dslrninja/

Agenda Overview

Morning
What, Why, Strategies and Tools

Afternoon
Small Group Work
Fundraising 2.0 Game

David Wilcox
http://socialmedia.wikispaces.com/Social+media+game

http://internet-fundraising.wikispaces.com/

And you?

http://www.flickr.com/photos/raincitystudios/

Two Minute Poll

Using the Internet to instantly
collaborate, share information, and
have a conversation about ideas
we care about.

Anthropology
Professor
Michael Wesch
from the
University of
Kansas
explains it best

Let’s Watch

What do
you think
are the core
themes?

http://www.flickr.com/photos/kk/

Listening

http://www.flickr.com/photos/sookie/

Conversations

http://www.flickr.com/photos/vox/

y!
ss
e
sM
t’
I

http://www.flickr.com/photos/petroleumjelliffe/

How is that
different from
Web 1.0?

Web 1.0

Source: Alan Levine – CogDog Blog

They’re They are
comfortable future
with using new donors!
media!

Trust Factor

http://www.nielsenbuzzmetrics.com/cgm.asp

Social Media matters because …

• The Trust factor
• Impacts to Google Results
• Rapid Word of Mouth
• Different than Broadcast Marketing
• To cultivate the next generation of
donors, volunteers, stakeholders

Why Important…

• The Trust factor
• Impacts to Google Results
• More visible to mainstream journalists
• Rapid Word of Mouth
• Different than Broadcast Marketing
• To cultivate the next generation of
donors, volunteers, stakeholders

Understand the hard truths of
raising money …..

Stories that tug at the heart
strings

Who you know is very
important

Now, where
did I toss that
postage
meter?

Traditional
Offline/Online
Tools

Media
Direct Mail Awareness
Awareness
Web Site Interest
Awareness
Interest
Email Newsletter Consideration
Interest
Consideration
CMS Awareness
Donate
Consideration
Donate
CRS Interest
Donate
Internet Advertising Consideration
SEO Donate
Online Donations

EmailMarketing
Online Auctions
Virtual Gift Catalog
Online Merchandising
Fundraising Events
Direct Mail
Traditional Media
Membership & Online Renewal
Pay Per Click
Blogs
YouTube
Flickr
Facebook

Will It Blend?

Web 2.0/Bleeding Edge or
Basic Needs and
Traditional Approaches?

It’s both/and not an either or!

INSERT NAME OF
COOL NEW SOCIAL
MEDIA TOOL

Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition

Tools
Audience

Strategy Budget
Conversations

Staffing
Content
What to Measure?
Metric
Measurement

Blogs
Technorati
RSS
Tagging
Social Bookmarking
Flickr
Video Sharing
Social Networking Sites
Twitter

Won’t
someone
get hurt?

http://www.flickr.com/photos/tomthephotographer/

A homeless
person isn’t
someone
you pass on
your way
into a fancy
restaurant

Think google for social media
conversations …

http://www.flickr.com/photos/alismith44/

Listening:
Read a few good blogs

There are two ways to consume information on the web

How does it work?

RSS Reader
http://www.flickr.com/photos/smudie/

How do they work?

1. What do you monitor?
2. Search terms
3. Set up
4. Monitor

Technorati Search, Watchlists
and Google Alerts

RSS Reader

Join the Conversation

http://www.flickr.com/photos/vox/

The ability to have a
conversation

Read and comment on blogs
Think before you write!

What did they say well?
What did they miss?
Answer questions
What are other people saying
How does it apply to you
Look forward
Look backward
Ask what if?

Get bloggers to
write about your
organization

http://www.flickr.com/photos/brettlider/

Individual Blogs

Reflect about
your practice

Connect with
peers

Back up brain

http://www.flickr.com/photos/kk/

Creating a blog takes less
time than making this

Blog the Impact of
your program!

Publicly advocate a point of view

“The best blogs start
conversations,
they don’t control
them” – Seth Godin

But, we are too
busy saving the
whales!

http://www.flickr.com/photos/petelidwell/

In order of amount of
time/investment/complexity
• Find blogs
• Read blogs
• Comment on blogs
• Get bloggers to write about your program
• Write personal blog about your practice
• Internal org blog behind the firewall
• Org public blog – group authors
• Blogs by patients or clients as support
service

Photos can tell your stories

Project 7: Tell Your Story In Pictures

Watercooler conversations
(mediated by photos)
1) I share my pics ->

-> with you --->

-->You share your pics ->

---> with him

Source: Slideshare by Rashmi Sinha

http://www.flickr.com/photos/zoomar/

Flickr it isn’t just about doggy photos

Your Flickr Account as Organizational brochure

A Flickr Group To Record A Short-Term Activity

Social Networks: First Generation

1) I am linked to ->

-> to you

--->You are linked to her ->

-> to her…

Source: Slideshare by Rashmi Sinha

Where’s our target
audience?
•What social networking site has my
audience?
•How do they use technologies?
•What are they talking about?
•Who are they?
•What do they want?

-Ask them (surveys)
-Field research
-Analyze demographics of site

What about using more than one site?

Outreach
Friendship

Profile Content

Workflow

Establish a routine and stick to it

Time Savers

A Few Time Savers ….

If I had to log into
every social
networking site I use
to keep, I'd shoot
Time Savers
myself.quot;

Applications that cross-post
automatically or bookmarklets

Dip in or Stay Hyper Connected

How Used?

In an emergency?

Tagging
• 3 words – related to
fundraising
• Passion
• Find a kindred spirit
• Have a conversation

Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition

Channels
Audience

Strategy Map
Conversations Budget

Staffing
Content
What to Measure?
Metrics
Measurement

Metrics are the attributes or
factors that are important for you
to measure results or make
improvements.

What is measurement?

The process of determining the result
of a strategy

The hard truth
about social
media
measurement …

Social Media
measurement is
not like Martha

AELIA

Audience
Engagement
Loyalty
Influence
Action

Audience

Who
# Trend for Unique
Visitors

Engagement = Interaction + Attention

•What do they click
on?

•How long do they
stay?

•How many people
comment on posts?

•What is the shape of
the conversation?

•What is your post to
comment ratio?

Posts
_____
Track backs +
Comments

Loyalty

RSS Subscribers - trends, not actual numbers
Repeat visitors
Tell other people about you
Grain of Salt

Influential Ideas: Memes,
and their intensity over time

Intent/Action

Goal
Conversion Rate
Qualitative Data

Low Risk Experiments

http://www.flickr.com/photos/striatic

• A project that won’t take much
time and relates to org goals.
• Write down your successes.
• Write down your challenges.
• Ask the people you want to
connect with whether they think
your outreach and listening is
valuable.
• Watch other nonprofits and copy
and remix for your next project.
• Rinse, repeat.

Contact Information

Beth Kanter
beth@bethkanter.org

Beth’s Blog
http://beth.typepad.com

Don’t Forget!
http://bethkanter.wikispaces.com

It takes 21 days to make a habit – what one project what first step will implement?
Write it on a business card, give it to me, and I’ll email you in 21 days!

Kentucky Nonprofits

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